Measuring the Degree of Website Adaptation and Its Influencing Factors: An Empirical Investigation of Chinese MNCs’ Overseas Websites

Wenjuan Xu; Xingsong Shi

doi:10.1109/tpc.2024.3359935

IEEE Transactions on Professional Communication Mar 2024

Measuring the Degree of Website Adaptation and Its Influencing Factors: An Empirical Investigation of Chinese MNCs’ Overseas Websites

Wenjuan Xu Yunnan Normal University ; Xingsong Shi University of International Business and Economics

Abstract

<bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Background: Website adaptation is widely regarded as a strategic priority for successful cross-cultural business communication. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Literature review: Drawing upon Hofstede's and Schwartz's cultural theories and the standardization/localization paradigm, this study conducts a quantitative analysis on the adaptative strategy performed by Chinese multinational corporations (MNCs) on their US websites and its influencing factors. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research questions: 1. To what extent have Chinese MNCs adapted their US websites to the US culture? 2. Are product, organizational and managerial factors associated with the degree of website adaptation? <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research methodology: This study first used content analysis to examine the cultural manifestation on Chinese MNCs’ US websites and then quantitatively measured their degree of website adaptation. The association between the adaptation degree and its influencing factors was tested through a regression analysis. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Results and conclusion: The results indicated that Chinese MNCs have adapted their US websites to the US culture to a large extent. Product type, degree of internationalization, and firm size were significantly correlated with the adaptation degree, yet the association between products’ technological intensity, top management's international experiences, and the adaptation degree was not confirmed. This study extends the website adaptation literature by making an initial attempt to calibrate the degree of cultural adaptation reflected on corporate websites. It also provides fresh insights into how website adaptation can be impacted by a series of company-level factors. In addition, this study contributes to the field of technical and professional communication by suggesting effective ways for firms to make proper strategic decisions on cross-cultural web communication.

Journal: IEEE Transactions on Professional Communication
Published: 2024-03-01
DOI: 10.1109/tpc.2024.3359935
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Open Access: Closed
Topics: professional writing
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Measuring the Degree of Website Adaptation and Its Influencing Factors: An Empirical Investigation of Chinese MNCs’ Overseas Websites

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